BATON ROUGE, La. - For nearly two decades, State Farm has been synonymous with the Bayou Classic Game in New Orleans between Southern University and Grambling State University as its title sponsor.
But company officials say the relationship is coming to an end effective 2013.
"State Farm is continually evaluating all of its sponsorships and marketing strategies and periodically making adjustments," State Farm's Vice President of Public Affairs David Beigie tells our CBS-affiliated station WAFB-TV. He added that the change was also prompted by the company wanting to have "more of an on-the-ground presence and engage more directly with" its customers or potential customers.
For 2012, State Farm is dropping its title sponsorship and instead will be the presenting sponsor for the Bayou Classic Thanksgiving Day parade, run advertisements during the game, provide scholarships and support other activities. But after that, the nearly 20-year partnership is over.
"It will not change the game or the experience," says Jeffrey Ory with the New Orleans Convention Company (NOCCI) which manages the Bayou Classic. "With the addition of all the new events--like the Bayou Classic Parade and the HBCU Institute, more sponsors and more companies are coming to us wanting to be a part of it."
The game is scheduled for Saturday, Nov. 24 in the Mercedes-Benz Superdome. For more information, go to www.mybayouclassic.com.
Tuesday, May 21 2013 10:55 AM EDT2013-05-21 14:55:04 GMT
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